McKeesport School District sues vaping company
By JEFF STITT
jstitt@yourmvi.com
McKeesport Area School District has filed a lawsuit against Juul Labs alleging the “marketing strategy, advertising and product design” of its vape products targets school-age minors and has “dramatically increased the use of e-cigarettes amongst the student body.”
MASD is the sixth local school district to file a similar lawsuit against Juul Labs.
Lawsuits filed by the others — Butler Area, South Butler, Moniteau and Karns City — have all been transferred to federal court in Northern California. Slippery Rock Area School District also recently filed a federal lawsuit against the company alleging its marketing tactics have created an epidemic of harmful e-cigarette use among students.
The lawsuit, which states the district is seeking money for prevention education and addiction treatment, also names Juul Labs’ parent company, Altria Group, Inc., its subsidiaries and some of its employees; Nu Mark LLC; and Philip Morris USA, Inc. as defendants.
MASD’s suit states the company’s “deceptive marketing scheme” has “caused many students to become addicted” to JUUL e-cigarette products.
The complaint notes that Juul Labs’ ad campaigns relied on hallmarks once used by the tobacco industry to attract young people: vivid color schemes, young models, animated imagery and advertising in media aimed toward youth.
Such advertising practices have since been banned in the tobacco industry in an effort to prevent marketing toward children.
The lawsuit states that in late 2015, JUUL sponsored parties across the country and gave out free “JUUL kits.”
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